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What is the ICE Scoring Model?

Ruben Buijs

Founder & Digital Consultant

Written on Aug 10, 2023

2 minutes

Product Management

The ICE Scoring Model is a popular product management framework used to prioritize features, ideas, or projects based on their potential impact, confidence, and ease. It provides a structured approach to decision-making, helping product managers make informed choices about where to invest their time and resources.

Importance of ICE Scoring Model

The ICE Scoring Model is essential for product managers as it allows them to objectively evaluate and compare various initiatives or features. By assigning a numerical score to each element, it helps prioritize efforts and focus on high-impact projects that are both feasible and aligned with the overall product strategy. This model also encourages cross-functional collaboration and transparency, as it provides a clear rationale for decision-making.

How to Use the ICE Scoring Model

  1. Impact: Start by assessing the potential impact of each feature or idea. Consider factors such as customer value, revenue potential, and strategic alignment. Assign a score between 1 and 10, with 10 being the highest impact.

    Example: A feature that significantly improves user retention and drives additional revenue streams could be assigned a high impact score of 9.

  2. Confidence: Evaluate the level of confidence you have in the potential impact of the feature or idea. Consider factors such as market research, user feedback, or data analysis. Assign a score between 1 and 10, with 10 being the highest confidence.

    Example: If extensive user research and testing have been conducted, resulting in positive feedback and solid data, the confidence score could be assigned as 8.

  3. Ease: Assess the ease of implementation for each feature or idea. Consider factors such as technical complexity, resource requirements, and time constraints. Assign a score between 1 and 10, with 10 being the easiest.

    Example: If the feature requires minimal development effort and can be implemented within a short timeframe, it could be assigned an ease score of 10.

  4. Calculate the ICE Score: Add up the impact, confidence, and ease scores to obtain the overall ICE score for each feature or idea. The formula is as follows: ICE Score = Impact + Confidence + Ease.

    Example: If the impact score is 9, confidence score is 8, and ease score is 10, the ICE score would be 27.

  5. Prioritize: Sort the features or ideas based on their ICE scores, starting with the highest score. This prioritized list will guide you in determining which initiatives to pursue first, ensuring that you focus on those with the highest potential impact, confidence, and ease.

Useful Tips for ICE Scoring Model

  • Involve stakeholders from different teams or departments to gather diverse perspectives and insights during the scoring process.
  • Regularly reassess and update the ICE scores as new information or data becomes available.
  • Consider setting a threshold score to filter out low-scoring features or ideas, focusing on those that meet a certain minimum criteria.
  • Use the ICE Scoring Model as a starting point for discussions and decision-making, but also take into account other strategic considerations, such as business goals and market trends.


The ICE scoring model is a prioritization framework used in product management to evaluate and rank ideas or features based on three factors: Impact, Confidence, and Ease.
ICE stands for Impact, Confidence, and Ease. These three factors are used to assess and prioritize ideas or features in the ICE scoring model.
In the ICE scoring model, each idea or feature is assigned a score on a scale of 1-10 for Impact, Confidence, and Ease. These scores are then multiplied together to calculate the overall ICE score.
Impact refers to the potential positive effect or benefit that an idea or feature can have on the product or business. It measures the magnitude of the change or improvement.
Confidence represents the level of certainty or belief that the estimated Impact and Ease scores are accurate. It considers the availability of data, research, or user feedback.
Ease measures the effort, resources, and time required to implement an idea or feature. It evaluates the feasibility and complexity of execution.
The ICE score is calculated by multiplying the Impact, Confidence, and Ease scores together. The resulting score helps prioritize ideas or features, with higher scores indicating higher priority.
The purpose of the ICE scoring model is to provide a structured and data-driven approach to prioritize ideas or features. It helps product managers make informed decisions based on potential impact, confidence, and ease of implementation.
Yes, the ICE scoring model can be customized to fit the specific needs and priorities of a product or organization. The factors, scaling, and weightage can be adjusted accordingly.
While the ICE scoring model is a useful prioritization framework, it does not consider other factors like strategic alignment, cost, or resource constraints. It should be used in conjunction with other decision-making criteria.

Article by

Ruben Buijs

Ruben is the founder of ProductLift. I employ a decade of consulting experience from Ernst & Young to maximize clients' ROI on new Tech developments. I now help companies build better products

Table of contents

  1. Importance of ICE Scoring Model
  2. How to Use the ICE Scoring Model
  3. Useful Tips for ICE Scoring Model
  4. Related Terms

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